can pay per click and paid social media contribute to inbound

#inbound12

MARK ROBERGE

Sales 2.0 scientist. MIT quant. Family man.

@markroberge

#INBOUND12

#inbound12

Paid media is

not a

sustainable

channel

#inbound12

Paid media accelerates inbound marketing experimentation

Contextual difference of PPC vs paid

social media

Channel Intent to Purchase Ability to Nurture Ability to Influence

Others

PPC HIGH HIGH LOW

Paid Social Media LOW HIGH HIGH

Paid media builds social media

following Improves brand… … increases distribution and…

http://www.seomoz.org/blog/facebook-twitters-influence-google-search-rankings

… helps with SEO!

Paid Media builds social media following

#inbound12

CONTEST #1 Who has the largest twitter following

in the room?

Winner: $50 of Facebook Ads

#inbound12

1 PAID SOCIAL

MEDIA OVERVIEW

1

1

Users by Social Channel

-

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

900,000,000

1,000,000,000

Facebook LinkedIn Twitter

Users by Social Channel

Users by Social Channel

1

2

Ad Revenue by Social Channel

$-

$500,000,000

$1,000,000,000

$1,500,000,000

$2,000,000,000

$2,500,000,000

$3,000,000,000

$3,500,000,000

$4,000,000,000

Facebook LinkedIn Twitter

Ad Revenue by Social Channel

Ad Revenue by Social Channel

Inefficient market

advertising opportunity?

http://www.emarketer.com/Article.aspx?R=1008520&utm_campaign=Argyle%2BSocial-2011-

08&utm_content=http%253A%252F%252Fwww.emarketer.com%252FArticle.aspx%253FR%253D1008520&utm_medium=Argyle%2BSocial&utm_source=twitter

Social Ad Effectiveness

Facebook Ads Basics

Twitter Ads Basics

LinkedIn Ads basics

PPC Ads with social

#inbound12

CONTEST #2 Of those folks advertising on

Facebook, who has accumulated

the most fans?

Winner: $50 of Facebook Ads

#inbound12

2 LEVERAGE PAID MEDIA TO TEST

#inbound12

Use Paid Social Media to

Test Target Demographics

• Which regions are responding most to your messaging?

• When writing an eBook, should you have a different version for executives versus the end users of your software?

• Is it worth extending your website with content written for the various industries you target?

• Is your sales team more effective at starting low, medium, or high in the organization?

• There are 500 LinkedIn Groups in my industry. Where are my most qualified prospects conversing? Where should I invest more of my time?

Demographic segmentation capability by network

Facebook X X X X X X X X X X X X

LinkedIn X** X X X X X X X X X X**

Twitter X** X

PPC X X X

** Social network segmentation is limited relative to peers in this category

Social Network Gender

42%

58%

Male Female

38%

62%

Male Female

54% 46%

Male Female

Overall, women are 11%

more likely to click on an ad,

but men are slightly (2.2%)

more likely than women to

"like" a brand via an ad. http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger-

adults-like-more#ixzz1XtJHPGnI

Social Network Age

11% 29%

23% 18%

12% 7%

13-17

26-34

45-54

http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/ http://roymorejon.com/social-media-age-demographics-for-facebook-and-twitter/

http://bostinno.com/2012/02/28/who-really-uses-linkedin-infographic/

4% 13%

30% 27%

17% 9%

13-17

26-34

45-54

18%

31%

40%

11%

18-24

25-34

35-54

55+

On average, Facebook users age 50+

are 28.2% more likely than adults age

18-29 to click through by clicking on

the ad, but they are 9% less likely to

click on the "like" button.

http://www.marketingprofs.com/charts/2011/5912/women-on-facebook-click-ads-more-younger-

adults-like-more#ixzz1XtIda5YR

4% 4% 8%

10%

16% 58%

CxOVPDirectorOwnerManager

LinkedIn Professional User Demographics

14%

15%

19%

10%

42% 1-200

201-

1000

http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011

7% 8% 8% 9% 10%

13% 15%

Consumer…

Education

Manufacturing

High Tech

4% 5%

7% 7%

8% 9% 9%

10% 12%

Finance

Engineering

Ops

Admin

Entrepreneur

http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011 http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011

Company Size (Employees)

Industry

Job Title Seniority

http://www.slideshare.net/amover/linked-in-demographics-statistics-july-2011

Test “Seniority” in LinkedIn

CxO, VP

Cloud 2012 – C-Level Web.cloudinc.com/2012-ebook-c-level.html

Individual Contributor

Cloud 2012 – IT Admin Web.cloudinc.com/2012-ebook-IT.html

CxO LP CxO Ad

Admin LP Admin Ad

#inbound12

Use PPC to Test Content

and Messaging • Which keywords should you be writing

about most on your blog?

• How broadly can you be thinking with your keyword research? Do interests tangential to your value proposition translate into a qualified lead for your business?

• Which landing page designs are best for each interest segment?

• What is the ideal next step for a prospect with a particular interest? Should it be passed directly to the sales team or nurtured? If nurtured, with a particular blog article, call to action, or a white paper?

• Does your sales team need training on leads with specific types of interests?

Test on “kitchen remodeling” subject

1. Setup AdGroup for “kitchen

remodeling” terms 2. Rotate Ads within AdGroup

3. A/B Test Landing Pages 4. Measure Success through

Funnel

#inbound12

3 LEVERAGE PAID SOCIAL MEDIA TO BUILD YOUR FOLLOWING

Target Facebook Users by Interests

Setup as Broad Category or Precise interests

Friend-of-a-friend ads?

Influence of friends on purchasing

90% of consumers online

trust recommendations

from people they know.

71% say reviews from family

members or friends influence

purchase decisions.

http://www.thesearchagents.com/2011/06/google-plus-one-for-ppc/

Facebook Sponsored Stories

7 Types of Facebook Sponsored Stories

Setting up Facebook Sponsored Stories

http://www.practicalecommerce.com/articles/2614-How-Facebook-Changes-Impact-Ecommerce-Merchants-Part-3-Sponsored-Stories-Ad-Units

3

5

Twitter Ad Options

3

6

Twitter Promoted Account Options

3

7

Promoted Tweet Options

#inbound12

CONTEST #3 Who has the most members in their

LinkedIn Group?

Winner: $50 of Facebook Ads

Friend of a Friend in Search

• +1 is not optional

• +1 does not count as click

• +1 is on URL, not ad

Beware of Ad Tiring in Social

http://www.searchenginejournal.com/pay-per-face-52-facebook-advertising-tips-best-practices/22051/

#inbound12

4 HUBSPOT APPS FOR PAID MEDIA

Find and nurture

your social media

influencers.

See how engaged a

lead has been with

your company on

social before calling.

Social Media Reach

View published &

scheduled posts.

Create, publish or schedule social media posts.

Publish to multiple

accounts & channels.

Schedule multiple

posts at a time.

#inbound12

Facebook Customizer -

GROSOCIAL

Drag-and-drop Facebook

tabs with widgets for

maps, social sharing,

photos, contests and

HubSpot forms.

ReTargeter -

RETARGETER Drive repeat visits of

your existing contacts

with intelligent

retargeted ads

Hootsuite -

6KITES Social media

monitoring of your

HubSpot keywords and

contacts.

HubSpot Marketplace PPC Apps

… and Wordstream’s free AdWords grader that tells you how to

improve those results, including your HubSpot landing pages

WebSite Publicity’s paid AdWords ROI calculator shows you

your marketing spend per lead and per sale for PPC traffic 1

2

#inbound12

Continue your learning at HubSpot Academy

Academy.HubSpot.com